Academic Profile

Dr. Lou's research focuses on consumer psychology and advertising effects. From this perspective, she has investigated how consumers process information and the mechanisms through which marketing communications affect consumer behavior. Generally, her research utilizes information processing as a central mechanism to explicate the role of marketing communication experiences in consumer behavior. Within this context, she has looked into the effects and mechanisms of a variety of brand communications (e.g., influencer marketing, content marketing strategies, advertising portrayals of female model sizes, and the use of 360-degree video in brand’s storytelling), as well as the roles of social and psychological factors in the persuasion process.

Dr. Lou is a mixed-methods researcher with a strong quantitative focus, experienced in a broad range of research methods, including lab and online experiment, survey, in-depth interview, focus group, and data mining; In her recent publications, she has used eye-tracking and psychophysiological measures, as well as topic modeling and sentiment analysis through a big data approach. 

Her work has appeared in top-tier journals in both advertising and communication, including the Journal of Advertising, International Journal of Advertising, Journal of Computer-Mediated Communication, among others. She was awarded the 2021 Mary Alice Shaver Promising Professor Award by the American Academy of Advertising (AAA) (an award that honors a junior faculty member who has demonstrated excellence and innovation in advertising research and teaching and who has taught no more than four years in a full-time faculty position), the 2021 Outstanding Reviewer Award by the Journal of Interactive Advertising, the 2019 Best Article Award in the Journal of Interactive Advertising, and was also a recipient of the 2021 and 2019 AAA Research Fellowship Grants, respectively. 

Before joining NTU, she was a Ph.D. student in the Department of Advertising and Public Relations at Michigan State University (2012 Sept - 2016 Dec). She also studied at Ohio University (M.S. degree, the E. W. Scripps school of Journalism) and Wuhan University (B.A. School of Journalism and Communication). She has been serving on the Global and Multicultural Committee of the American Academy of Advertising (AAA) association, the AEJMC Presidential Task Force on Careers Committee (2017-2019), and the Editorial Review Boards of the International Journal of Advertising (IJA)Journal of Interactive Advertising (JIA) (Associate Editor), and Journal of Current Issues & Research in Advertising (JCIRA). She also serves as the International Liaison of the Information Systems Division within the International Communication Association (ICA) (2019-2022). 


Selected Research Awards and Honors: 

2021 Mary Alice Shaver Promising Professor Award, American Academy of Advertising

2021 Outstanding Reviewer Award, Journal of Interactive Advertising

2021 American Academy of Advertising Research Fellowship recipient

2019 Journal of Interactive Advertising Best Article Award (Lead author) (This article on influencer marketing is also among the AAA journals' most influential articles in 2019) 

2019 American Academy of Advertising Research Fellowship recipient 

2016 Mass Communication and Society Article of the Year (Co-author) 

2015 Journal of Interactive Advertising Best Article Award (Co-author) 

2014 Top Poster Award of ComSHER Division, AEJMC (Lead author) 


Awards under supervision: 

2020 AEJMC Top Student Paper Award @LGBTQ Interest Group (FYP Supervisor) 

2020 Top Research FYP Award (supervisor), WKWSCI, NTU 

2019 NTU Undergraduate Research Experience on CAmpus (URECA) research (Supervisor): 2nd prize for Best poster, 1st prize for peer assessment, & 1st prize for most popular poster of Social Sciences 



Dr. Lou serves as the co-editor of an upcoming special issue on Future Trends in Influencer Marketing in the International Journal of Advertising (Deadline: Nov. 30, 2020):

chenlou_1_2.JPG picture
Asst Prof Chen Lou
Assistant Professor, Wee Kim Wee School of Communication and Information

consumer psychology

media psychology

brand communication 

consumer analytics 

influencer marketing

  • Navigating Online Advertising and Artificial Intelligence

  • Redefining Parasocial Relationship in Social Media Marketing and Ensuring Adequate Consumer Protection
  • Lou, C. (2021). Social media influencers and followers: Theorization of a trans-parasocial relation and Explication of its implications for influencer advertising. Journal of Advertising, 1-18,

  • Lou, C., & Tse, C. H. (2020). Which Model Looks Most Like Me? Explicating the impact of Body Image Advertisements on Female Consumer Well-Being and Consumption Behavior across Brand Categories. International Journal of Advertising,

  • Lou, C., & Xie, Q. (2020). Something Social, Something Entertaining? How Digital Content Marketing Augments Consumer Experience and Brand Loyalty. International Journal of Advertising,

  • Lou, C., Tse, C., & Lwin, M. (2019). “Average-sized” Models Do Sell, but What about in East Asia? A Cross-cultural Investigation of US and Singaporean Women. Journal of Advertising, 48(5), 512-531.

  • Ang, M.*, Tan, J. C.*, & Lou, C. (2021). Navigating Sexual Racism in the Sexual Field: Compensation for and Disavowal of Marginality by Racial Minority Grindr Users in Singapore. Journal of Computer-Mediated Communication, (*students)